You probably do not know JetBlue. An American airline, which is characteristic of what I call "Affordable Luxury" (like the Target or Little Extra distribution banners - see my post of last June): leather seats, television screens (with 36 free channels) in the backs of the seats, unlimited free snacks, partnerships with brands that allow it to offer free "Philadelphia Cream Cheese" on some flights ... and very low prices, all this with really original advertising. Jet Blue is a company that understands socio-economic evolution and knows how to adapt its unusual marketing message to the situation. Two of its recent initiatives clearly proves this:
- The JetBlue Promise: "If you lose your job, we will refund your ticket".
- Its most recent message to all the "Moguls, Investment bankers, Tycoons, Robber Barons, Capitalists...": "We understand it's not easy being a high-flyer these days. The CFO is picking apart your expense reports. Congress is mad about your bonus. And you can't even hop on a private jet to the Cayman Islands without freaking out the shareholders. But even this economic cloud has silver lining ... actually more of a bluish lining. Because now you get to try JetBlue. Jetting on JetBlue is a lot like on your private jet with a few basic differences. Let us walk you through the features".